This master thesis offers a discourse analysis of Piolin por la Manana, a Spanish-language radio talk show, which broadcasts from Los Angeles, CA. Since its beginnings, U.S. Spanish-language radio has had a rich history of fostering safe platforms for the discussion of immigration matters, and of the needs of their immigrant-based audience. I study Piolin por la Manana as a contemporary case study of a radio show that holds a critical place in the lives of many Latino immigrants in terms of providing social, political, economic integration via diversified programming.

In order to analyze the show's content, I take a close look at the persona of Eduardo 'Piolin' Sotelo, the show's long-standing host, and examine how he generates a discourse of unity, hope, and success through radio programming for a specific immigrant listenership. Using an interdisciplinary approach and an array of media objects that include 750 recorded hours of the show, news coverage, online videos, websites, blogs and magazines, I study the different semantic layers of the show to understand its significance for the immigrant-based audience. The analysis is further informed by the stories, opinions and experiences that thousands of Latino immigrants share daily on the air and which form an important component of the show's success.

Throughout I explore how Piolin's direct involvement with popular and political discussions about immigration reform became key to the construction of the show's identity and of Piolin's profound influence within Latino communities. I argue that his involvement with immigration reform debates contributed adding credibility to him as a Latino community advocate. I also question the gains for the immigrant community stemming from multiple interactions between Piolin and President Barack Obama about immigration reform.

Lastly, I review the meaning of show's signature slogan, Venimos a Triunfar [We've Come to Succeed], and how the immigrant-based audience embraces it. I argue that this slogan stirs notions of hope and embodies characteristics of the American dream. The phrase creates an identity for both the show and its immigrant-based audience and encourages employment, citizenship, consumerism, community and American ideals.